ADV 345 Mock Campaign | May 2025-June 2025
Primary Objective: Understand how Disney adapts its brand messaging and advertising strategies across cultures by examining consumer behavior, media engagement, and cultural values in France and Japan.
For this group project in Professor Riby’s ADV 345 International Advertising course, completed during my summer study abroad in London, we were tasked with analyzing how a global brand adapts its advertising strategy across cultures. Our team focused on Disney Parks, comparing its approach in France and Japan.
We were assigned to uncover how cultural values, media habits, and consumer behaviors influence localized advertising strategies. I led the cross-cultural research, utilizing frameworks such as Hofstede’s Dimensions and Hall’s Context Theory to compare the two markets. These insights informed our strategic analysis of Disney’s messaging, brand positioning, and audience engagement. Together, we developed strategic recommendations on how global brands can strike a balance between consistency and cultural relevance.
